We’re good at producing intelligence-led marketing materials that get results.

What do we mean by intelligence-led? We have a unique tool that gives a clear
understanding of your current marketing materials and the environment they’re working in.

Called the ASID test, it enables us to create digital and print marketing
solutions that are purpose-built to increase sales.

We’re also good at digging out the most compelling value propositions – and making
sure the right people see and understand them. Through creative that gets noticed, copy
that involves, email and direct marketing that generates leads, websites that support
the sale, brochures that get the message across...

ASID test

Opportunity

Yell's investment in sales support information, known
as 'core literature', was considerable, with the volume
of material being produced growing year on year.

Yet there was no evidence to prove the effectiveness
of the materials and no clear understanding of how
sales people were using them during the sales
process.

With an increasing number of product launches and
more demands being placed on the sales force, it was
vital that these materials worked harder for a living.

Solution

The first thing we did was carry out an audit of all
core literature. This included a usability study,
environment analysis and content analysis.

We found that a lot of information was being
duplicated in several items. We also learned that
there were some materials that the sales force
simply didn’t need and therefore wouldn’t use.

Armed with this knowledge, we created a suite of
collateral – both printed and electronic – presented
in clear, concise and user-friendly formats. Much of
the material was multi-purpose, so it could be
mailed out to potential customers, as well as used
as leave-behinds and face-to-face presenters.

Result

The audit resulted in cost savings of over 40%. This
equates to around £1,000,000. Other benefits were
also apparent.

The material researched as being fit for purpose,
easier to use, more cost effective and faster to
update. The online rates website, part of this activity,
saw a 55% increase in usage and now forms an
important part of the company portal strategy.
What’s more, customers shown the support material
were 4 times more likely to increase spend,* and
84% of customers who had seen the support
material said it had a positive impact on their
decision to increase their spend.*

WorksMC have become a great partner to Yell. They are dynamic, flexible, refreshing to work with, they listen
well and are full of ideas based on what we know we need but also pro-actively suggesting what we don’t see
internally. WorksMC work well for us because they are more than just a marcomms agency, they are a solutions
provider who think carefully about how communication tools and devices could be used. Their user-centred
approach sees results in first-class work.
Kathy Dalboth -
Sales Information Group Manager,
Yell

This is just one example of how our ASID test
process can help achieve outstanding results.

Find out how we can do the same for you. Call Chris Cloughley today on 020 8780 9700

Augmented Reality (AR) App

Opportunity

hibu is undergoing a comprehensive multi-year
programme to transform their business from being
a leading supplier of print and online advertising
for small and medium-sized enterprises, to being a
leading provider of digital marketing services.

We were briefed to help reinforce this positioning,
and to help demonstrate their products, at the point
of sale. This presented an interesting challenge,
given that the sales force often has to present to
customers using printed material.

Solution

We created a hibu Augmented Reality Application
to reside in the Apple App Store. This is a shell
application that acts as a hibu branded digital
channel to deliver AR content through.

It allows the hibu sales force, as part of their
presentation process, to present rich media content
such as videos, image swaps or even 3D content, as
an overlay on either existing printed material, such
as printed brochures, or custom created printed
media, via pre-programmed visual triggers.

This approach now empowers hibu sales with the following benefits:

Underlines the power of digital and hibu’s positioning

Enables the sales force to bring hibu’s product portfolio to life

Provides a real wow factor in a sales presentation

Conversation starter/talking point for sales

Adds interest to static content by adding rich media

Extensible for future channels/publications to be added

Result

Too early to say as just launched in March 2014.

This is just one example of how we use technology to enhance a proposition, and not just for the sake of it.

Find out how we can do the same for you.
Call Chris Cloughley today on 020 8780 9700

Retention Site

Opportunity

Pubs and Clubs customers are an important market
for Sky Business subscriptions. WorksMC was
briefed to help retain existing customers, as well as
attract new ones, by adding value to the service.

Solution

Showing sporting events on the premises is a
big earner for pubs and clubs. So we created
PreviewLIVE, an interactive, engaging website that
provides landlords with everything they need to
attract sports-mad customers.

As well as featuring all the latest sports fixtures
and information, PreviewLIVE has interactive event
planners, video case studies and tutorials, POS and
discounted merchandise and the latest industry and
sports news.

We also created MyPOS to work alongside the
website. Customers follow a simple step-by-step
template process to design their own promotional
POS material, which they can then print cheaply
themselves – or have printed professionally.

Based on site statistical feedback, we developed a
mobile optimised web app version that allows users
to select and download posters through a QR code
printed in Sky’s Preview Magazine.

Result

PreviewLIVE attracted 1,000 registrations within its
first 2 months and sold almost £10,000 worth of
merchandise. It now has almost 8,000 registrations
with merchandise sales in excess of £124,000.

In its first month, the 5,900 MyPOS user-base
downloaded over 2,000 items for self-printing. The
reporting shows that there is a steady 500+ items
created and downloaded weekly.

Since the QR code was printed in Preview magazine,
over 1,150 users have downloaded a total of 5,257
posters - a healthy average of 4.57 posters per user.

PreviewLIVE is an essential part of our customer retention strategy. WorksMC drove the design, build and
functionality of MyPOS in direct response to one of our main customer challenges and were meticulous in
striving for the perfect solution. The end result was a technologically advanced cross platform solution that was
so simple for the end user, yet gave us the flexibility as the client to control via a CMS. This is now one of our
most valued retention tools, and also a great benefit to Sky commercial subscribers.
Jon Crownshaw -
Marketing Controller,
BSkyB

This is just one example of how we recognise the potential of existing marketing material – and make it work harder.

Find out how we can do the same for you. Call Chris Cloughley today on 020 8780 9700

B2B portal

Opportunity

IBM has a wide network of resellers and Business
Partners who sell IBM products and services.

Supporting this network is vital, so IBM briefed us to
help them launch an extensive initiative that included
providing access to financing and training support.

Our role focused on the creation of a dedicated
digital space for customers and partners.

Solution

The aim of the project was to create a community
portal that encouraged business-to-business
support, and which introduced customers and
partners looking to buy and sell IT solutions.

Using the UK as a test area, we worked with IBM
Midmarket Marketing and Sales teams, MSPs,
ISVs, Business Partners, resellers and distributors,
to create the IBM Solution Store, a site that would
address the needs of all parties.

As well as having to be easy to navigate and access,
the site also had to allow third parties to upload
information – so the auditing and UX/UI/UJ elements
needed careful consideration.

Once we’d created a user-friendly framework and
robust set of wireframes, we designed and built the
site. After successful user testing, we engaged in a
recruitment drive to attract the third party population
of the site. The soft launch took place in late 2013,
after which the UK site went fully live.

Result

Over 300 channel partners are now using the portal.
And there are plans to roll the site out globally, to
support IBM’s wider ambitions for their partner
network.

Social engagement

Opportunity

IBM had set up two LinkedIn groups targeting a
midmarket audience. These were managed by
another agency and IBM were not happy with the
service they received. No reporting was provided,
articles written for the groups were not relevant and
were only written by one journalist, and avatars, rather
than real people were used as group managers.

As a result, discussions, interactions and membership within the groups were dwindling.

WorksMC was challenged to reverse this trend, as
well as to generate leads and reinforce IBM as a
thought leader in areas such as cloud, big data,
security and analytics.

Solution

WorksMC developed a strategy for the LinkedIn groups which was split into:

Listening – we hold monthly work groups with
internal IBM stakeholders, monitor conversations on
the web and conduct monthly check-ins with group
members.

Recruiting – we email existing databases
encouraging them to join the groups, create LinkedIn
ads promoting groups to target markets and link to
groups included on other comms.

Management and content generation – we
commission journalists and copywriters to post
articles specifically for each group on a weekly
basis, encourage members to post their own
articles, whitepapers and case studies, as well as
starting and responding to posts and taking part in
conversations.

Reporting – stats provided by LinkedIn are limited,
so we also manually track group activity including
key influencers, most active, most popular articles,
key commentators and number of members within
each group.

In addition, group descriptions were rewritten,
objectives agreed and specialised moderators, well
known within the IT industry, were assigned to the
groups.

A database of group members was manually built
and a recruitment plan put in place comprising of
personal emails, promotion within relevant LinkedIn
groups, tweets by key influencers, mention of LinkedIn
groups at events and some supporting telemarketing.

Result

In the year we’ve been managing them, the IT
Perspectives and MSP Forum groups have had
week-on-week average growth rates of over 100%,
and have become valuable resources for end
customers, partners and IBM.

An additional two groups were launched in August
2013, with combined membership of all 4 groups
currently standing at over 5,000 members.

This is just one example of how we create
on-going B2B social media campaigns that add
real value to an organisation.

Find out how we can do the same for you.
Call Chris Cloughley today on 020 8780 9700

Channel Promotion

Opportunity

IBM were introducing a new range of PureSystems products to the market.

Our first task was to raise awareness of the products
in the channel and to educate resellers about the
features and benefits in the process.

All pretty straightforward – until deadlines were discussed...

Solution

From receiving the brief, to concepts, design,
development and implementation we delivered
a fully responsive promotional site in less than
6 weeks.

Through the website, channel partner sales teams
could participate in an 8-week promotion via their
desktops, tablets or smartphones.

Every week users could play an arcade style
online game, with the highest score winning a solid
gold ingot worth £1,000. Each game highlighted
a PureSystems product-based message at the
beginning and end, which reflected the nature of the
game. Users could also answer a product-based
question which, if answered correctly, would release
a number in a combination lock and the opportunity
to be one of 20 randomly selected winners of £50
worth of iTunes vouchers.

At the end of the 8 weeks, everyone who had
answered the weekly questions correctly gained
access to the gold vault. At midday on the final
Friday of the promotion the vault opened to reveal a
Gold Rush question. The first 9 to correctly answer
the question all received a gold ingot.

Full reporting and tracking helped to ensure that
communications were targeted and that administration
was kept simple and accurate. The promotion was
supported with direct marketing and email marketing.

Result

Our target was to attract 206 individual registrations for the campaign, we exceeded this by 117%.

Event support

Opportunity

Once every quarter, IBM hosted a Software Partner
Sales College for its Business Partners (BPs) at IBM
Southbank. On average around 100 BPs attended
the morning session, and there was a 50% drop-off
for the afternoon session.

The company decided to combine the quarterly
events into one large event during the first half
of 2013, and to move the venue to Twickenham
Stadium.

To fill such a large venue, and to reflect the IBM
message of accelerating success, we needed to
double attendee figures.

Solution

Our Event 360 solution is a specially developed
programme involving multiple touch points that
ensures events are well publicised, well attended
and well followed-up.

To make sure we caught BPs when their diaries
weren’t already full, we started the conversation
with them early, introducing the event via emails that
linked to a dedicated event website.

We reinforced supporting materials as well –
updating the existing Software Partner College
website with a new look and better functionality
across both desktop and mobile.

To keep channels of communication open at all
times, we created a mobile app which could be used
before, during and after the event.

We also messaged attendees several days before
the event to confirm attendance and to post event
networking sessions.

The importance of the activity was underlined by a
high quality 16-page brochure that was handed out
on the day.

Social media - Twitter and LinkedIn - were used
to promote the event and also post live updates
throughout.

Result

With 495 registrations and over 400 attendees, the event far surpassed its target of 350 registrations.

The app was downloaded 151 times with the majority of downloads on the days leading up to and on the day of the event.

Attendees tweeted about the event before, during, and after the event using the hashtag #SPCTwicks

The event scored 5/5 on the app-based evaluation form.

Excellent event. Best IBM one I have been to
Alan Harton -
UK Managing Partner,
o4C
My first engagement
with IBM in a long time
and very refreshing to
have sessions all about
customer challenges not
just technology
David Bloxham -
Marketing Manager UK and Ireland,
SoftwareONE

This is just one example of how we create
effective, innovative solutions to everyday
marketing challenges, to help achieve results
that are way above expectations.

Find out how we can do the same for you.
Call Chris Cloughley today on 020 8780 9700

Multi-touch campaign

Opportunity

IBM were adding VSR (Virtualized Server Recovery),
a solution guaranteeing shorter server recovery
times, to their Resiliency suite of products and
services – and they wanted to promote it to their top
accounts.

As it was a new product, there had been little or no
communications activity. So the project had a large
educational element to it.

WorksMC was asked to take on the project after
IBM had been let down at the last minute by another
agency. Our client had just 3 days to submit fully
costed ideas to her senior management team.

Solution

Given the tight timelines, we presented several
concepts to IBM. The one that was chosen, "Up and
Running", reinforced VSR's unique ability to recover
servers in around 30 minutes.

We designed a multi-touch communications
programme, which included a direct mail piece
complete with stopwatch, email campaign, mobile
responsive website, social media, LinkedIn ads,
tweets and LinkedIn group postings.

The website featured a VSR themed game to encourage return traffic.

And those attending an IBM demonstration were
encouraged to bring their stopwatch with them to
time how long it would take to get a server up and
running.

Result

In the first 4 months of the site being live it had
received 570 visits, with 1,220 page views. Almost
40% of visitors returned.

67% of visits came directly to the site with 19.1% finding it via social media.

There are plans to translate the microsite into other languages and use it on a global level.

This is just one example of how we respond quickly and effectively to briefs – making our client’s lives easier.

Find out how we can do the same for you.
Call Chris Cloughley today on 020 8780 9700

In-store POS

Opportunity

The Three concession in John Lewis was carrying out a
major sales push prior to the Christmas peak.

The aim was to encourage people buying tablets/iPads to
connect their newly purchased devices to Three’s network.

So as well as encouraging customers to connect
there and then in store we were also asked to create a
way for people to connect online - if they wanted to connect
at a later date, of if they were given the tablet as a present.

The existing self-connect user experience wasn’t
very user-friendly, and, as a result too many users
were breaking off before finishing their connection.
What’s more, the system wasn’t capturing any
customer data, so no one could contact them to
offer help.

Solution

WorksMC delivered an integrated approach
consisting of print and digital. We created all
the printed collateral for the Three John Lewis
concession, from the customer facing brochures
and product cards to staff IDs and quick reference
lanyard cards.

Care was taken to highlight the ease of connecting
WiFi-only enabled (Mobile WiFi) and 3G/4G devices
(Data SIMs), providing information tailored to the
high-value customer demographic of John Lewis.

We also designed a new, simplified self-connect
system, which captured customer data. This was
supported with an incentive to connect – where
customers who connected with Three and stayed
with them for at least 2 months received a free set of
headphones or a WiFi speaker.

Result

Previous connection rates had fluctuated between
35% and 60% per month. It has now risen to
consistently above 95%.

Perfect, it all looks
great and the uptick in
connections is way above
expectations, brilliant.
Natalie Fowler -
Channel Marketing Manager,
Three

This is just one example of how we create
effective, innovative solutions to everyday
marketing challenges, to help achieve results
that are way above expectations.

Find out how we can do the same for you.
Call Chris Cloughley today on 020 8780 9700

Intranet

Opportunity

As a global organisation with many well-known
brands, Reckitt Benckiser has a large amount
of digital marketing, positioning and branding
guidelines, and best-practice and methodology
information available for reference and to ensure
consistent delivery.

However, it is held in lots of different places, making
it difficult to find relevant information.

So to help their global brand managers in over 142
countries, the RB Global Digital Marketing Team
(GDMT) decided to create a one-stop online hub for
all things digital marketing.

The aim was to provide an easily accessible
repository that staff could reference to help them
with their digital brand and campaign planning.

Solution

Working with the GDMT, a third party content
provider and internal stakeholders, we designed
and built the RB Digital Hub using Umbraco CMS (Content Management System).
We also created supporting assets and uploaded all
content for the hub.

Result

The site has around 650 pages of content and is now a central resource for all brand managers globally.

Full of practical advice to help them learn about,
plan and implement effective digital campaigns, it
is helping them to develop a deeper understanding
of digital strategies and keeps them up-to-date with
the latest digital marketing developments at RB.

Everyone should experience
working with you guys, it is a
daily joy.
Monica Ribas -
Global Digital Manager,
Reckitt Benckiser

(WorksMC received a 4.85 rating out of 1 - 5 in our Client Project Satisfaction survey)

This is just one example of how intelligent thinking helped us to create a simple solution to a
complex marketing challenge.

Find out how we can do the same for you.Call Chris Cloughley today on 020 8780 9700